Whynow Holdings Limited, a UK-based media, entertainment and merchandise group, has announced the completion of its acquisition of EMP Merchandising from Warner Music Group.

EMP is one of Europe’s major alternative merchandise and fan-commerce platforms, serving music, film and gaming fans across 18 countries and generating annual revenue in excess of €150 million ($168.55 million). 

The acquisition significantly expands Whynow’s presence in Continental Europe and brings together EMP’s established e-commerce platform, customer base and technology capabilities with Whynow’s artist relationships, merchandise expertise, media audiences and content capabilities.

Mumtalakat's central role

Bahrain Mumtalakat Holding Company, the sovereign wealth fund of Bahrain, an existing investor in Whynow, played a central role in enabling the transaction, working closely with Whynow to structure it and drawing on its international network and longstanding relationships with Aquarian Holdings and Bleckmann to help bring together financial and operating teams supporting the transaction. Mumtalakat has committed capital in support of the acquisition and Whynow’s future growth.

Following completion, Whynow will focus on returning EMP to its music heritage, strengthening direct relationships with artists and rights-holders, expanding premium and exclusive merchandise, and using data and technology to help improve customer engagement and operational performance across the combined group.

The collaboration also provides a platform to explore opportunities in Bahrain and the wider Gulf, with the potential to connect Whynow and EMP’s international network across artists, content and fan commerce with opportunities in the region’s growing creative economy.—TradeArabia News Service